Market orientation in the Chilean small business context: An empirical study

José I. Rojas-Méndez, Ali Kara, John E. Spillan

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


Market orientation has been considered a key factor in successful business operations across different markets. To test this assertion, the authors examine the influence of a firm's market orientation on small business performance in the Chilean retail environment. They go on to report empirical information about the characteristics of the market-oriented retailers in Chile. The Kohli, Jaworski, and Kumar (1993) MARKOR scale is used in the study to assess the market orientation in the context of a developing country environment. Data for the study were collected from small retailers in Chile through self-administered questionnaires using a drop-off/pick-up method. The results show a significant correlation between market orientation and small business performance. Path analyses found that the best structure among the Market Orientation dimensions is: Intelligence Generation → Intelligence Dissemination → Responsiveness. Moreover, these performance measures differed significantly among the three different partitions obtained using a k-means cluster analysis. The findings indicate that the MARKOR scale is both valid and reliable in a diverse Chilean small business environment.

Original languageEnglish (US)
Pages (from-to)93-132
Number of pages40
JournalJournal of Global Marketing
Issue number3-4
StatePublished - Oct 21 2005

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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